講稿詳解文件

2SESSIONDrivingSESSION2SESSIONDrivingSESSIONSESSIONSESSIONTime:SESSIONTime:SESSION?Haveasense?Haveasenseofwhatcriteriayouhavetolookintowhenbuildingadigitalplan?Betterunderstandthedetailoftoolstodigoutconsumerdigital?Practicalrealityandadvicesyoufacewhennegotiatingwith14:00-15:00Howtobuild14:00-15:00HowtobuildadigitalmediaplanBasicunderstandingaboutdigitalplanning15:00-15:1015:10-16:00HowtobuildadigitalmediaplanII&DigitalmediaevaluationtoolSelectingtherightmediaBriefingtovendors16:00-16:1016:10-17:00Digitalmediaevaluationtool17:00-17:50Break&Practice:Buildadigital17:50-18:00Learningand455ALWAYS-ONBURSTALWAYS-ONBURSTPreservebudgetforalways-onplatformspace,iesearchbrandzoneandsocialofficialaccount.NATIONALVSDigitalisnationaltechniquefromfewsitescandeliver67REFERING7REFERINGHigherconversionofLeads/Downloads/traffics/8RecruitYoungerHigherconversionofLeads/Downloads/traffics/8RecruitYoungerTobeTop-ofmindNewProductLaunchinMaximizedvideoviewsofNew99HigherconversionofNewProductLaunchinChinaTobeTop-ofmindbrandMaximizedvideoviewsofNewReachYoungerConsumeracquisitionretentionacquisitionretentionInfact,Infact,everytouchpointscontributetothefinalpurchasewhenweanalysisbyATTRIBUTIONMODELINGMarketersalwaysviewthelastclickasthemosteffectivechannelbecauseofhighestconversionrateAlways-oncampaignstrategy0UnitSales0JanFebMarAprMayJunJulAugSepOctNovAwarenessBurstcampaignstrategyfor0BASELINE=ORGANICAlways-oncampaignstrategy0UnitSales0JanFebMarAprMayJunJulAugSepOctNovAwarenessBurstcampaignstrategyfor0BASELINE=ORGANIC00 0JanFebMarAprMayJunJulAugSepOctNovAwarenessLIMITEDBUDGETINTEGRATEDPLANWITHLIMITEDBUDGETINTEGRATEDPLANWITHOWN1ENHANCETHESETUPSETUPMEDIABRANDORNewBRANDORNewBrandNewMediaMediaMixfromBrandNewMediaMediaMixfromConsumerSpecificKPINewapproachfrommeieationAct.mediaspendfromMarketIntelligencedigitalliveinsighttools(Device&media1Betopofaffluentconsumermust-dolistofvisitationfromChinathelast12monthsevenmediainvestmenthaslittleBetopofaffluentconsumermust-dolistofvisitationfromChinathelast12monthsevenmediainvestmenthaslittlePASTINVESTMENTINFivestarclassnationals3.920MILRMBANNUALBRANDORNewBrandBRANDORNewBrandSpecificKPImeituationMediaMixfromAct.mediaspendfromMarketIntelligenceLifestyleofcoreusersfromdigitalliveinsighttools(Device&media?Aggressivelygrowthindigitalinvestmentby15%.Portal,Video,TravelarekeybattlefieldsinHotelCategoryDigitalInvestmentofKey3.72.30.4香格里拉酒洲際酒皇冠假喜來希爾頓酒萬豪國際集?Aggressivelygrowthindigitalinvestmentby15%.Portal,Video,TravelarekeybattlefieldsinHotelCategoryDigitalInvestmentofKey3.72.30.4香格里拉酒洲際酒皇冠假喜來希爾頓酒萬豪國際集SeasonalityofHigh-end0MEMBERSHIPOCCASSIONSURGENTSeasonalityofHigh-end0MEMBERSHIPOCCASSIONSURGENTHigh-endHotel 6960 High-endHotel 6960 Budget10milindigitalannual40%inPortal,20%inVideo,10%inPushbrandawarenessthroughmultipleanglesUrgentLittleCreatingMembershipBRANDORNewBrandBRANDORNewBrandSpecificKPIMediaMixmeituationAct.mediaspendMarketConsumerLifestyleofcoreusersfromdigitalliveinsighttools(Device&media6.5MILLION7%of6.5MILLION7%of54.3MILLION59%of 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SmallFMCGCategory LuxuryCategoryMaximizedReach MONTHLYCOVERAGEAMONGAFFLUENTINPC,PHONE,ANDMonthly+MONTHLYCOVERAGEAMONGAFFLUENTINPC,PHONE,ANDMonthly+STRONGGROWINPHONEAND+- PCPMIPhonePMI5K+premiumPadPMI5K+alltypesofSource:iUserTrackerandmUserTracker,TA:People25+withpersonalmonthlyincome5000PenetrationofAllTabletCNNIC:34.8%*48%(NetizenBrands2.50%1.60%Source:mUsertrackerPadusers:105,179,200-2010PenetrationofAllTabletCNNIC:34.8%*48%(NetizenBrands2.50%1.60%Source:mUsertrackerPadusers:105,179,200-20102011201220132014 UnitsofYOYPeripheralsinChina”(Oct.2014)Source:CMMS2015CMMS/CNNIC/SALESINDEXVS:INDEXVS:WHICHPLATFORMTOIAffinity:Timespent%TA/?Portal/MaximizedSmallLuxuryCategory??TYPEOFDIGITALMEDIAIN房產(chǎn)資TISAPP網(wǎng)頁B2B平COVERAGE文學小P2P資SNS服ITFORSource:iUserTracker,TA:TYPEOFDIGITALMEDIAIN房產(chǎn)資TISAPP網(wǎng)頁B2B平COVERAGE文學小P2P資SNS服ITFORSource:iUserTracker,TA:People25+withhouseholdmonthlyincome6000RMB+andhadonlinebookinghotelorairplaneC2C平B2C商IT資TYPEOFDIGITALMEDIAINAPP網(wǎng)頁B2B平COVERAGE文學小P2P資SNS服IT技BUILDREACHWITHSource:iUserTracker,TA:People25+withhouseholdmonthlyTYPEOFDIGITALMEDIAINAPP網(wǎng)頁B2B平COVERAGE文學小P2P資SNS服IT技BUILDREACHWITHSource:iUserTracker,TA:People25+withhouseholdmonthlyincome6000RMB+andhadonlinebookinghotelorairplaneC2C平B2C商IT資TYPEOFDIGITALMEDIAININSTANTNEWSHUNGERB2B平P2P資ITSource:iUserTracker,TA:People25+withhouseholdTYPEOFDIGITALMEDIAININSTANTNEWSHUNGERB2B平P2P資ITSource:iUserTracker,TA:People25+withhouseholdmonthlyincome6000RMB+andhadonlinebookinghotelorairplaneTYPEOFDIGITALMEDIAINSENSITIVETOHIGHTECHANDINFORMATION,WHILEEXTENTMOBILEAPPEXPERIENCETOAPP網(wǎng)頁B2B平B2C商C2C平P2P資IT技TYPEOFDIGITALMEDIAINSENSITIVETOHIGHTECHANDINFORMATION,WHILEEXTENTMOBILEAPPEXPERIENCETOAPP網(wǎng)頁B2B平B2C商C2C平P2P資IT技ENJOYONLINESource:iUserTracker,TA:People25+withhouseholdmonthlyincome6000RMB+andhadonlinebookinghotelorairplaneIT資TYPEOFDIGITALMEDIAINHIGHAFFINITYWHICHCANBETAGGEDINFOCUSINGONWITHLIMITEDAPP網(wǎng)頁B2B平B2C商C2C平V2PSNS服IT技CTYPEOFDIGITALMEDIAINHIGHAFFINITYWHICHCANBETAGGEDINFOCUSINGONWITHLIMITEDAPP網(wǎng)頁B2B平B2C商C2C平V2PSNS服IT技CRY40%Source:iUserTracker,TA:People25+withhouseholdmonthlyincome6000RMB+andhadonlinebookinghotelorairplaneIT資253451.2.3.RelyFriends'HotelWeibo(Sina/TencentTravelTravelmagazine/Socialnetworksites253451.2.3.RelyFriends'HotelWeibo(Sina/TencentTravelTravelmagazine/Socialnetworksites(Douban/HotelMobileappOnlinetravelFormat/OnlineSource:2014ChineseInternationalTravelers,2013CNNICChinaonlinetravelbookingindustryOnlineTravelOnlinetravel 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